Chatbots raise purchase intent 45% on hard‑to‑evaluate products, hurt simple items
A study of 1,339 shoppers across four experiments finds AI chatbots increase purchase intention by 44.7% when products are hard to evaluate, such as many style options. Conversely, chatbots lower intent for easy-to‑evaluate items with small assortments, and only boost engagement when the selection is large but simple.